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Your customers have a finite set of awareness as they are trying to sift through competing messages in multiple channels. Marketers and designers that understand the various levels of human attention and how you can design more effectively for attention will reach their audience. Taylor Cowan and Brian Sullivan presented this presentation at SxSW 2012 to a standing room only crowd.
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Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence.
-William James
Classic Definition of Awareness
The wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes, (which is) the attention of its recipients.
A wealth of information creates a
poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
-Herbert Simon (1971)
Attention Economy (1971)
Did You Know? You are bombarded by 400 billion bits of data per second, but you are aware of only 2,000 bits. (MIT, 2009)
Attention is focused mental
engagement on a particular
item of information. Items come
into our awareness, we
attend to a particular item, and then we decide whether to act.
-Tom Davenport(2001)
Attention Currency (2001)
Passive Attention [pas-iv] [uh-ten-shuhn]
Passive attention is involuntary use of attention. Some scholars have called it “being in auto-pilot.” People usually snap out of passive attention because of an external factor (sudden loud noise).
Passive Mode: You perform a mundane task (like driving to work for 500th time), so it does not require your full attention. -The laundry is piled up. - I need to go to the store. - I need money from the ATM. When you almost hit a car, your attention moves to ACTIVE mode!!!
Active Attention [ak-tiv] [uh-ten-shuhn]
Active attention is the voluntary focusing of attention under difficulties, attention by disregarding distraction, attention to which there are rival claimants, — in short, choosing to mentally focus on something.
Active Mode: You perform a task that requires your full attention. - A surgeon focuses on a patient - An athlete focuses on a free-throw - Ice climbing on a slippery slope
You attention is very focused in active mode.
Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
Normal attention is when you focus on a single task.
Normal Attention: You consciously focus on a single task: - Nurse listens to the heart monitor - Player blocks a basketball shot - Clown juggles 7 balls People perform best when they focus on a single task.
Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
Concentration is sustained focus on activity, where you purposely avoid distractions, stretch your current skills, or do
something you consider to be very important.
Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stunt
Tuning out conversations at a party to talk with someone important.
Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stunt
Reading a book for a school or work project, so you focus on specific information.
Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
Selective attention is unconsciously blocking out other stimulus, while you are performing some task.
You can Bold read just letters the italics can words on also be this page, read if you because try of with little, selective or no, attention difficulty.
Read Italics, then Read Bold
Selective Attention: Selective attention is just how our brain processes information in our visual field. People miss large chunks of data in their visual field. - Banner Blindness - Not understanding a page changed - Not seeing the gorilla You selectively “ignore” a lot of things. In the Selective Attention tests on You Tube, you might miss: - A Gorilla - A moon-walking bear - A storm trooper - Child-dressed up as a Ninja Turtle
Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
Alternating attention is focus in on one task and you “tune in” to another one from time to time.
Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stunt
You are reading a book for pleasure, while an episode of “Family Guy” plays on TV.
Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stunt
“I’ve seen that episode back to the book.” (for now)
“Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.” [Smell like a man, man. Old Spice]
Did You Know? Alternating attention was used in Old Spice commercials.
Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
Divided attention is when you split your attention between many things. You don’t really focus on any one task.
Myths About Multi-tasking You do not multi-task.
You do rapid task switching.
Better to complete one task.
Task efficiency decreases with each additional task.
Digital natives think they are great multi-taskers: - Do homework - Update Facebook - Search Internet
Verbal Protocols (6 Thinking Hats) White = Neutral
Blue = Organize
Green = Creative
Yellow = Positive
Black = Critical
Red = Emotional
Simple Checklists are Effective WHO adopts it in 2008:
- 8 Tanzania hospitals - Deaths reduced almost 50% - Post-surgery issues reduced over 35%
Only checklist was adopted: - No new equipment bought - No extra money spent - Results were in 6 months Checklist Manifesto (2007)
Passive Active
Ignore
Ignore Strategy: You want to purposely ignore data that is irrelevant, old, or redundant. Designers become attention bankers. They “pay” attention to the data shown to their customers.
Develop an Ignore Strategy
To help users ignore data, you can do these things: delete, hide, order, bury, reduce, archive, and more.
Passive Active
Notify
Notification Strategy: You want to notify your customers of potentially, important data. Designers are “information brokers” in this space, respecting their customers and their context.
Be Subtle with Notifications
Edges of page (ex: an ESPN scoreboard)
Show a change (ex: red bubbles on Facebook)
Personal (ex: caller name or ring tone)
Seen in widgets (ex: Fans on NASCAR)
Notifications are Subtle
Do these things: - Put them on the “fringe” of the eye path - Use contrasting colors, so user can see them - Small objects size mean less importance
Do not do these things: - Do not force unimportant messages - Do not use animation (especially, blinking) - Do not use notifications for life & death situations (interrupt people)
Do’s and Don’ts of Notification
Notification of 1 new item.
No pic (usually spammer).
This item is new.
Short URL (by Owl.ly)
Damn, an advertisement!
Notification of 1 new item.
No pic (usually spammer).
This item is new.
Short URL (by Owl.ly)
Hashtag for like posts
Damn, an advertisement!
Notification of 1 new item.
No pic (usually spammer).
This item is new.
Short URL (by Owl.ly)
Hashtag for like posts
See conversation thread
Damn, an advertisement!
Passive Active
Interrupt
Make Interruptions Obvious
Interruption Strategy: You must interrupt people for significantly events. Designers should take a “tell (not ask)” approach with interruptions. All interruptions should be obvious.
Require immediate attention (ex: heart flatlines)
Single page with one message (ex: Amber Alert)
Binary choice in center of page (ex: Confirmation page)
Interruptions are Obvious
Do these things: - Use large objects to show major importance - Consider showing only one thing - Use multi-sensory design (sight & sound)
Do not do these things: - Do not show once (force users to click or tap) - Do not be subtle (you must be obvious) - Do not put on the fringe of the eye path (center of screen is best)
Interruption Do’s and Don’ts
Did You Know? Sound is the best interruption mode. Vibrations, heat, smell, color, and light were not even close. (Welch, 1986)
I’m Missing My Game
- Level 53 - 17 Awards - 10 Boosts - 22 Missions - 88 Medals - 42 Weapons - 12 Friends - 76 Enemies Completed: Zombie Moscow Level
A notification strategy does not have to exist on the fringe of your design. It can be meaningfully placed into the main viewing area.
1 missed call
voicemail
2 text messages
2 unread emails
Partly cloudy46 degrees
No meetings on Saturday, 29th
Different parts of the brain process information.
Multi-modal designs use different sensory triggers in the brain.
Make It Multi-Modal
Did you know…….. Neuroscientists recommend doctors play classical music in surgery. It relaxes the stress centers of the brain and seems to aid to eye-hand coordination.
You Know Them By Heart
Two all beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun.
Multi-modal Encoding in Memory
You know these ingredients because of multi-modal encoding (see, smell, taste, feel, eat, sing the words).
Common Multi-Modal Patterns Vibration of a game controller
Temperature activated labels
Change color on selection
Recent
Popular
Frequent
Events
Share
What Others Like
Recommendations
Location (or Nearby)
Interactions with Context
Last Example: Fandango
Swipe, tap, or pinch
You can see: - In Theaters Now - Within 15 miles - Opening This Week - Reviews - Coming Soon
Interactions + Context ----------------- Awareness
Four Final Questions
How you can use these awareness methods (user training, interactions, multi-modal design, mind maps)?
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